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Media Summit 2009
Wednesday, March 18
2:15 PM - 3:30 PM
Session A:
Global Media and Advertising: The Transition - TV, Broadband, Mobile and Social Media
As global media is transformed from a broadcast television based economy to a revolutionary media world with multiple disciplines, structuring advertising concepts and strategies equal to the profound change is the task at hand. In this session, we will look for a comprehensive understanding of what advertising in the next generation will look like. The world of advertising has been completely dislocated by the acceptance and integration of the new technologies, from PVR and Broadband to Social Networks, VOD, Mobile, Blogs and ITV. As the consumer is being both barraged by content and choice, he/she is invariably being overwhelmed by the technology itself. While the decisions being made by the advertising community are always measured and incremental, the technologies at hand are profound and will only move ever forward. How fast and at what rate of impact is still to be understood, but the question is no longer about consumer acceptance and proof of distribution. The new technologies are successfully invading traditional media and the good news is rather than leaving the advertiser without a way of reaching the audience, the new technologies may ultimately prove to be better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base
Bob Jeffrey, Chairman and CEO, JWT Worldwide
Miles Nadal, Founder, Chairman and CEO, MDC Partners Inc.
Eileen Campbell, CEO, Millward Brown Group
Lee Doyle, CEO, Mediaedge:cia
Mark J. Penn, President of Penn, Schoen and Berland and Worldwide President & CEO, Burson-Marsteller
Carl Fremont, EVP, Global Media Director, DIGITAS
Bill Battino, GBS Managing Partner, IBM Global Communications Sector, Moderator

Miles Nadal is Founder, Chairman and CEO of MDC Partners Inc. Through its network of entrepreneurial firms, MDC provides advertising, media and marketing services as well as customer relationship management, to many of the world’s premier corporations from offices, in the United States, Canada, the United Kingdom and Latin America. MDC is the holding company that counts Crispin Porter + Bogusky, Kirshenbaum Bond + Partners, Bruce Mau Design, Redscout, Hello Design, Zig and Cliff Freeman among its holdings The company’s shares are traded on the Toronto Stock Exchange and on NASDAQ. Under Mr. Nadal’s leadership, MDC has grown into one of the largest marketing communications firms in the world. Mr. Nadal was the Founder of First Asset Management Inc., one of Canada’s largest independent asset management firms with more than $35 billion under management. Founded in 1997, First Asset had brought together some of the premier asset management firms in Canada into one organization that focused on money management for institutional and high net worth individuals. In 2005 the firm was successfully sold to Affiliated Managers Group (“AMG”) in the US. Mr. Nadal is the founder of Peerage Capital, a private equity firm that has realized over $1.7 billion in returns over 17 years, resulting in a 57% IRR. Mr. Nadal is also the founder of Peerage Realty Partners, one of Canada’s premier real estate brokerage networks, and Artemis Investment Management Inc. and Alphascout Capital Management Inc., two significant alternative asset management firms. As his business responsibilities have grown, Mr. Nadal has taken an increasingly larger role in support of important community and charitable organizations, focusing on the areas of health care, education and children’s welfare. He provided the keystone gift for the rebuilding of the Bloor Jewish Community Centre, which has been renamed the Miles S. Nadal Jewish Community Centre. The centre hosts activities in athletics, health and wellness, culture and art, religion and education for people of all faiths and backgrounds. Mr. Nadal has also been honoured for his significant contributions to the Reena Foundation, an organization committed to integrating people with developmental handicaps into the mainstream of society. Through his involvement with Junior Achievement and the Schulich School of Business, Mr. Nadal has provided high school and university scholarships for students striving to become the entrepreneurs of the future. He has been a guest lecturer on the subject of entrepreneurship at schools and universities across North America. In addition, he has received international recognition as a leading entrepreneur, businessman and philanthropist.

Eileen Campbell, CEO, Millward Brown Group: Eileen Campbell is CEO of the Millward Brown Group and has responsibility for all Millward Brown’s businesses around the world. She was previously president of global development. Eileen joined Millward Brown in 2000 as chief executive officer of the company’s North American business unit. She moved to that role from Angus Reid Group (now part of IPSOS) where she was executive vice president. She has held senior positions at NFO Research (now a TNS company) and Maritz Market Research. Her extensive experience in brand identity, brand equity, advertising, new product development, Internet, and youth marketing positions Eileen as a thought leader in the market research industry. Throughout her career, she has worked extensively both in qualitative and quantitative research. She has provided marketing consultation to a variety of Fortune 100 companies in the consumer packaged goods, financial services, automotive, technology, entertainment, and advertising industries. Leading clients with whom Eileen has worked include: General Mills, IMAX Corporation, 3M, Ford, Kraft, and Capital One. Eileen serves on the CASRO board of directors, and was its 2007 chair. She holds a bachelor’s degree in economics and business administration from Heidelberg College, Tiffin, Ohio, USA.

Bob Jeffrey, Chairman and CEO, JWT Worldwide: Bob Jeffrey, JWT Chairman and CEO, relaunched the fourth largest advertising agency in the world as a “billion-dollar startup” in February 2005. “We are dedicated to innovation—to thinking and acting like a billion-dollar startup that’s flat, faster and more fun,” explains the 25-year ad veteran, who took the reins of the 300-plus-office global network in 2004. Bob assumed the additional title of Chairman in 2005. Today, he continues to solidify JWT’s leadership across the globe as he cultivates a winning culture that inspires, nurtures and protects creativity. In 2004, during Bob’s first year as Worldwide CEO, JWT notched significant global wins, most notably HSBC, and continued to earn incremental business from its existing client base, which includes Ford, Unilever and Pfizer. Prior to that, Bob was President of JWT North America, a role he took on in 2001 after spearheading the revitalization and growth of JWT’s New York operations. Using the transformation of the flagship office as a model, he is reengineered JWT from a traditional ad agency into a fully integrated brand communications company. Bob joined JWT as New York President in 1998 after two years as Executive Vice President, Managing Director at Lowe & Partners. There, Bob established that agency’s first West Coast operation, attracting Sun Microsystems, Eddie Bauer and Charles Schwab, among other clients. Currently living in New York City, Bob grew up in Providence, R.I., as the eldest of seven children. He began his advertising career in 1982 as an account executive, first at DDB and then at Chiat\Day in New York. In 1987, he co-founded Goldsmith/Jeffrey, and under his nine-year watch as President and Chief Strategic Officer, the agency became highly regarded for its creative work on accounts such as ESPN, JP Morgan and Bergdorf Goodman. Lowe acquired the agency in 1996.

Lee Doyle, CEO, Mediaedge:cia: Lee joined MEC in 2000 as Account Director, providing his services for clients AT&T and AT&T Wireless. In 2002, he was promoted to Managing Partner, Head of Client Services, supervising the communications planning for clients such as Cingular Wireless, Cadbury Schweppes, Colgate-Palmolive, Paramount and Campbell Soup Company. He assumed his current role in April of this year. Lee’s proudest accomplishment to date was being given the responsibility for leading the AT&T (formerly Cingular) team at MEC, in 2005. Prior to joining MEC, he was Executive Vice President/Director of Media Services at Ammirati Puris Lintas (now Lowe), overseeing media planning, buying and media research for clients such as Unilever, Johnson & Johnson, Dell Computers, and General Motors. Lee’s career began at Benton & Bowles, which evolved into DMB&B, and became MediaVest. He worked his way through the ranks to become Senior Vice President/Group Media Director. In this role he used his skills for a wide array of clients including, Procter & Gamble, Kraft, Masterfoods, Whirlpool, and Phillips Electronics. Lee is a member of the A.A.A.A. Media Policy Committee and he has served on the A.A.A.A. Business to Business Committee. In addition, he had a ten year run as chairman of the A.A.A.A. Consumer Magazine Committee (1997-1999) and he serves as the North American representative of the MEC Global Executive Committee.

Mark J. Penn, President of Penn, Schoen and Berland and Worldwide President & CEO, Burson-Marsteller: Mark Penn is worldwide CEO of Burson-Marsteller and President of Penn, Schoen and Berland. As CEO of Burson-Marsteller, Mr. Penn oversees a global network of 94 offices and 1600 employees. As President of PSB, a position he has held since 1975 when he was an undergraduate at Harvard, Mr. Penn focuses on providing research-based communications strategy to political figures, corporations and crisis situations. He is also the author of Microtrends: The Small Forces Behind Tomorrow’s Big Changes, which was released by Warner12 in September 2007. Today, Mr. Penn serves as strategic consultant to several Fortune 500 companies and CEOs on a wide range of image, branding and corporate reputation issues. His client relationships include Ford Motor Company, Merck, Verizon, BP, McDonald’s and Microsoft. Mr. Penn has helped to elect over 25 leaders in the United States, Asia, Latin America, and Europe in addition to serving as the senior strategist for Senator Hillary Clinton’s 2008 presidential campaign. He has worked with Senator Clinton for years, including the polling and messaging for both of her successful US Senate campaigns. Previously, as an advisor to then Prime Minister Tony Blair, Mr. Penn helped create the strategy that delivered an unprecedented third term win for Labour in the United Kingdom. He is also well known for serving as President Clinton’s pollster and political adviser for the 1996 re-election campaign and throughout the second term of the Clinton administration.

Carl Fremont, Executive Vice President, Global Media Director, DIGITAS: As global media director, Carl leads a department that has become one of the top buyers of digital media in the country, responsible for developing and executing the media, events, sponsorships, and partnerships that drive clients' acquisition and branding efforts. Carl also leads the Digital Marketing Group, overseeing all interactive marketing efforts from online advertising to emerging channels. Carl has extensive experience in the pharmaceutical category, including Pfizer, Roche, AstraZeneca, Glaxo Wellcome, and Merck. Carl's experience is across many therapeutic segments and new product launches. Prior to joining Digitas, Carl was executive vice president, director of media services at Wunderman. During his 16-year tenure there, Carl managed all direct response media activities for the company. Carl holds a B.A. from Fairleigh Dickinson University.

William A. Battino: Global Communications Sector Managing Partner - IBM Global Business Services: Mr. Battino previously served as the leader of the Media and Entertainment consulting practice. Mr. Battino has 25 years of consulting experience (Coopers & Lybrand, PwC Consulting) in the areas of strategic planning, transformation, acquisition, market assessment, financial analysis, and organizational assistance. Mr. Battino has distinguished himself by focusing on emerging business developments in the media and telecommunications sectors, including online, Internet and digital media client projects since the mid-1980s. Mr. Battino has done extensive work in the US, Europe and Latin America. For media companies, Mr. Battino has led numerous projects examining corporate strategies, market positioning, and advertising effectiveness. Mr. Battino has led projects in the newspaper, broadcasting, cable television, movie and television production, electronic publishing and new media industries. Representative clients include Comcast, Disney, Dow Jones, Dun & Bradstreet, McGraw-Hill, New York Times, Reed Elsevier, Time Warner, US Tennis Association, Viacom and WPP. For telecommunications companies, Mr. Battino has led strategy engagements in the core network, wireless, global network, video service, yellow pages and data service sectors. Representative clients include AT&T (BellSouth, PacTel, SBC) British Telecom, Qwest (US West), Sprint Nextel and Verizon (Bell Atlantic, GTE, NYNEX). Mr. Battino led the Firm’s media and telecommunications multi-client research studies including Cable/Telco At The Crossroads, Collaborative Ventures In The Information Industry, Electronic Information: Is It Finally Taking Off?, Electronic Marketing, Electronic Shopping and Fine Tuning Cable Television. Mr. Battino founded and developed the Electronic Access multi-client series conducted in North America and Europe, still considered the seminal Internet study of the 1990s. He is co-author of The End of Television, Navigating The Media Divide and The End of Advertising as We Know It papers. Mr. Battino is a retired (term limit) Board member of the Roper market research organization. Mr. Battino previously served as the global leader for Transformation Services, eBusiness Strategy and Business Strategy. Mr. Battino was a co-founding member of Reach Networks, a pioneer in offering Intranet and Extranet community development services. Mr. Battino holds an MBA in Strategic Planning and Marketing from Carnegie Mellon University and a BS degree in Management Information Systems and Psychology from the State University of New York at Albany. Mr. Battino currently serves on the Advisory Board of SUNY Albany’s Business School.